About Maximise clicks bidding

Target spend bidding has been deprecated for campaign creation. Average daily budgets are now the only way to determine spend for campaigns using Maximise clicks portfolio strategies. Learn more about Target spend deprecation.

Maximise clicks is an automated bid strategy that sets your bids to help get as many clicks as possible within your budget. This article explains how the automated Maximise clicks bid strategy works and what its settings are.

Before you begin

If you don’t yet know what type of automated bid strategy is right for you, read about automated bid strategies first.

Note: Automatic bidding is now Maximise clicks

Since the bid strategy known as 'automatic bidding' is just one of many ways to automate your bids in Google Ads, we’re giving this strategy a more descriptive name: Maximise clicks. A Maximise clicks bid strategy works the same way as automatic bidding, with the additional option of being set up as a portfolio bid strategy. Learn more about portfolio bid strategies

How it works

Google Ads focuses on increasing clicks for your campaigns while spending a target amount. If you don't specify a target spend amount, Google Ads will attempt to use the remaining average daily budget of any campaigns using this bid strategy.

You can set up custom ad scheduling to show your ads on certain days or during specific times, and use the 'maximise clicks' strategy to focus on increasing clicks during those days and times.

You can use Maximise clicks for a single campaign, or you can set it up as a portfolio strategy. Portfolio strategies group together multiple campaigns into a single strategy. Learn more

Maximum CPC bid limit

You can set a cap on bids when using a Maximise clicks bid strategy. It lets you control the maximum amount that you're willing to pay for each click. If you don't enter a maximum CPC bid limit, Google Ads adjusts your bids to try to get you as many clicks as possible while spending your target spend amount.

Target spend

To simplify Maximise Clicks portfolio bid strategies, target spend is no longer an available input. Moving forward, average daily budgets will determine spend for campaigns using Maximise clicks. Learn more

Note: The difference between target spend and an average daily budget is that target spend isn’t a hard limit. Your daily spend may exceed your target spend at times, depending on remaining budget and fluctuations in click costs. Google has moved away from target spend as an input to simplify bid strategies.

To migrate away from target spend, you can follow these steps:

  1. Log in to your Google Ads account.
  2. Click on the tools icon in the top right-hand corner.
  3. Click Bid Strategies.
  4. Select the relevant Maximise clicks portfolio.
  5. Scroll to Settings at the bottom of the page.
  6. Review your 'Target spend per day' and adjust your budget for the campaigns in that portfolio.
  7. Delete the values under 'Target spend per day'.
  8. Hit Save.

Once you remove the target spend, the campaign will start using your campaigns’ average daily budget to manage spend.

Using the Google Ads or AdWords API? Click here for more info.

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